Our analysis indicates that brands with very low or very high levels of minority representation among influencers receive more engagement, while those with moderate representation face a decline.
We observed a U-shaped relationship between minority representation and consumer engagement, suggesting that brands must either commit fully or recognize the risks of tokenism at intermediate levels.
In the context of DEI initiatives, the implication is clear: the perception of tokenism can critically undermine consumer engagement, underscoring the need for authenticity.
Brands aiming for inclusivity must carefully manage influencer representation levels, as being too moderate can alienate consumers who expect genuine commitment to diversity.
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